Radio station owner Saga Communications gave listeners of 31 different local stations a chance to win daily prizes and receive special offers by texting in, with the broadcaster’s SMS club growing 60 percent in one month as a result.

When it comes to mobile marketing, SMS is a trusted old friend – it has been around longer than other mobile marketing techniques, has a broad reach and, for a well-executed campaign, the results can be impressive. So why do many marketers still overlook the medium?